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| Author's Notes and Acknowledgments | |
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| About the Author | |
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| Preface | |
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| Introduction Twenty Million Opportunities to Buy | |
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| Twenty Million Seconds: Shopper Time Is Mostly Wasted | |
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| Time Is Money: Shopper Seconds per Dollar | |
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| Leaving Money in the Aisles: The $80 Million Question | |
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| Planning Our Trip | |
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| Shopping Serengeti | |
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| Endnotes | |
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| Active Retailing | |
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| The Quick Trip: Eighty Percent of Shopper Time Is Wasted | |
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| Three Shoppers: Quick Trip, Fill-In, and Stock-Up | |
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| Rise of the Small Store | |
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| Perils of Promotion | |
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| The Big Head and Long Tail | |
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| Heads You Win | |
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| The Communal Pantry | |
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| Layered Merchandising | |
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| The Right Paths for the Right Shoppers | |
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| Purchase Models and Selection Paradigm | |
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| Spending Faster | |
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| Conclusion: Dual Chaos | |
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| Endnotes | |
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| Three Moments of Truth and Three Currencies | |
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| Moments of Truth | |
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| Seeing the Truth: Eyes Are Windows to the Shopper | |
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| Reach: Impressions and Exposures | |
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| Stopping Power (and Holding Power) | |
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| Closing Power | |
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| Three Currencies of Shopping: Money, Time, and Angst | |
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| A Complex Optimization | |
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| Endnotes | |
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| In-Store Migration Patterns: Where Shoppers Go and What They Do | |
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| If You Stock It, They Will Come | |
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| Understanding Shopper Behavior | |
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| First Impressions: The Entrance | |
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| Shopper Direction: Elephant Herds | |
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| The Checkout Magnet | |
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| Products Hardly Ever Dictate Shopper Traffic-Open Space Does | |
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| Managing the Two Stores | |
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| Five Store Designs | |
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| Where the Rubber Meets the Linoleum | |
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| Endnotes | |
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| Active Retailing: Putting Products into the Path of Shoppers | |
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| Active Retailing | |
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| Put the Right Products in the Path of Customers | |
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| Double ConversionTM: Converting Visitors to Shoppers to Buyers | |
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| Packaging Must Play the Starring Role | |
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| Holding Power-How Long Is Long Enough? | |
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| Stopping and Closing Power: VitalQuadrantTM Analysis | |
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| Playing the Niche | |
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| Good Is the Enemy of the Great | |
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| Endnotes | |
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| Brands, Retailers, and Shoppers: Why the Long Tail Is Wagging the Dog | |
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| Where the Money Is in Retail | |
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| Massive Amounts of Data | |
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| Shifting Relationships | |
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| A Refreshing Change: Working Together to Sweeten Sales | |
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| Beyond Category Management | |
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| A New Era of Active Retailing: Total Store Management | |
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| Pitching a Category's Emotional Tone More Precisely | |
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| Retailers Control Reach | |
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| The Urgent Need for Retailing Evolution | |
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| Endnotes | |
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| Going Deeper into the Shopper's Mind | |
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| The Quick-Trip Paradox: An Interview with Unilever's Mike Twitty | |
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| Endnotes | |
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| Integrating Online and Offline Retailing: An Interview with Professors Peter Fader (The Wharton School) and Wendy Moe (University of Maryland) | |
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| Endnotes | |
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| Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural | |
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| Endnotes | |
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| Insights into Action: A Retailer Responds: An Interview with Mark Heckman of Marsh Supermarkets | |
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| Conclusions | |
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| The Internet Goes Shopping | |
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| Entering the VideoCart Age | |
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| Cell Phone Invasion | |
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| Implications for Retailers and Brand Owners | |
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| The Power of Model Makers | |
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| The Model Business | |
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| A Fivefold Increase | |
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| Endnotes | |
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| Game-Changing Retail: A Manifesto | |
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| Appendix | |
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| Appendix: Views on the World of Shoppers, Retailers, and Brands | |
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| Excerpts from "Views from the Hills of Kentucky" by | |
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| Index | |